Ch.18 Personal Selling & Sales Management

Personal Selling vs. Sales Management

Personal selling consists of 2 way communication and represents the company to the consumer

Types of Personal Selling

order taker: repeated orders, doesn’t go through 8PS

order getter: finding out needs, gathering product, following up, identifies prospective buyers

customer sales support: cross-functional selling

Stages in personal selling

Prospecting

Pre-approach

Approach

Presentation

Close

Follow-up

Functions of Sales Management

formulation: objectives, policies, etc.

implentation: recruitment, compensation

evaluation: assess performance

Peronal Selling

relationship between consumer and seller

Sales Management

planning selling program and effort

Order taker vs. order getter

Order taker takes repeat orders and requires minimum selling effort while order getter identifies prospective buyers and persuades them to purchase a product

Team Selling

using a team of professionals to sell a product/service

Six Stages in Personal Selling Process

Prospecting

Pre approach

Approach

Presentation

Close

Follow-up

Lead vs. Qualified Prospect

Lead: broad customer that is not necessarily looking for said product

Prospect: target buyer who is seeking out said product

What is the presentation format most consistent with the marketing concept?

Need-satisfaction: relationship building, identifying prospective buyers and highlights product benefit

3 types of selling objectives

Output related: revenue, # of new customers

Input related: expenses and sales calls

Behavior related: product knowledge, ratings

factors used to structure sales organizations

geography

customer

product

emotional intelligence and adaptive selling

Understand own empotions and of those whom you interact with.